Treasury Wine Estates has rolled out a new Italian wine range.
Called Belorante, the brand would lean into the growing appreciation of Italian culture in the UK, the supplier said.
Citing research undertaken by Italian coffee maker Lavazza, Treasury Wine Estates said eight in 10 people were “eager to embrace a more Italian lifestyle”.
“From the mouthwatering cuisine and warm hospitality to the rich culture and, of course, the wine – Italians don’t just do it, they do it better, pouring passion into every glass,” it said.
The Belorante range comprises a quartet of still wines. They are Italia Grillo (rsp: £9/75cl), Italia Montepulciano D’Abruzzo DOC (rsp: £9/75cl), Italia Pecorino (rsp: £10/75cl) and Italia Primitivo (rsp: £10/75cl).
Grillo and Montepulciano D’Abruzzo DOC are listed in Sainsbury’s, while Pecorino and Primitivo have hit Asda stores. Primitivo is also in Morrisons.
Grillo was “bursting with Sicilian delights like juicy medlar, prickly pear, and zesty grapefruit”, while Montepulciano D’Abruzzo DOC had “aromas of red berries with a dash of peppery spice,” said Treasury Wine Estates.
Primitivo, meanwhile was “medium-bodied with smooth tannins”.
Rounding out the range, Pecorino offered “a floral aroma with a dash of thyme and sage”.
With its “distinctive peacock emblem” and “vibrant design”, Belorante was “a bold, modern reinvention of Italian wine,” said senior brand manager Amy Fisher.
“When it comes to choosing wine, we often play it safe and stick with what we know – but wine doesn’t have to be complicated,” she said. “We want Belorante to be part of every fun and joyous occasion.”
Belorante will sit alongside brands including 19 Crimes, and Penfolds in Treasury Wine Estate’s UK roster.
The supplier is currently looking to offload its “commercial” portfolio – containing the likes of Wolf Blass and Blossom Hill – to focus on higher-margin, more premium brands.
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